Our client felt that sales staff were not meeting some targets because they were not sufficiently familiar with, and sensitive to, customer perspectives. Translucency was asked to develop an approach which would address this problem.
We obtained data on the client’s (pharmaceutical) products and, using our existing knowledge of the way in which prescribing data is presented to prescribers and payors, developed material in a form which mimicked this.
We created two role play packs, involving two quite different products. Each role play pack consisted of two distinct parts: one which gave the “sales person” key messages, using data which was normally available to them for the relevant product; the other was information which was available to a “prescriber”, mimicking that which would normally be available.
Participants at the sales conference were paired (differently) for each exercise. On one occasion, the individual was a “sales person”; on the other, a “prescriber”.
At the end of each role play, the individuals summarised their own view about the conversation, focusing on what they saw as the strengths and weaknesses of the other’s arguments and points. This material was exchanged between the two members of each pair. At the end of the exercise, there was a plenary debrief.
Feedback from the participants was very positive. They had found the role play both stimulating and enjoyable. They felt that they had learned about both the information available to their target customers and the attitudes of these customers. Subsequent feedback from the client is that the sales force has continued to benefit from having been involved in the exercise.